'Hillcrest Valenova' Wellness Inn and Spa
Port Hope. Ontario
 

Challenge

The Hillcrest Valenova wellness spa in Port Hope was under new ownership and the brand needed to be re-positioned to reflect its focus on providing healthy retreats.

 

One of the target audiences was people recovering from an illness or undergoing cancer treatment. The business faced the additional challenge of being a smaller player within a competitive industry of established brands.

 

Solutions

First Harvest worked with Hillcrest Valenova to develop strategic partnerships, leverage memberships in spa associations, and craft sponsorships for charitable causes to complement the company's focus on wellness. 

 

Initiatives included:  

• Pink Ribbon Club (spa benefits for breast cancer survivors)

• Cottage Dreams sponsorship (Cancer survivors)

• Run for the Cure – sponsored Team CHFI FM and partnered with morning show host Erin Davis

• Northumberland Services for Women (Treated the shelter's clients to a day at the spa, treated the staff the following year)

• Exclusive sponsor of 2007 Toronto Star Nightingale Award for nurses and health care professionals

• Sponsors of Good Life For Kids Foundation for Healthy Living

• Partnership with Medcan Clinic, Medicor Cancer Clinic, Canadian Stress Institute and others

 

Results

• Overall marketing budget decreased

• Awareness of the brand increased among the target audience (women aged 40+ in GTA area and people dealing with illness)

• Thousands of dollars worth of unpaid media exposure on 98.1 CHFI FM, the Toronto Star, local media and organizations’ websites, newsletters and social media.